The first step in tackling a problem is identifying it. That's the thinking behind a new effort from the Ad Council and the Brady Center to Prevent Gun Violence designed to promote gun safety in the home.
The organizations today are introducing a new term: "family fire," aimed at preventing shootings that result from improperly stored weapons or misuse of firearms in households.
The idea for "family fire" takes inspiration from now familiar terms that have helped to address other epidemics in our country: secondhand smoke, designated driver, friendly fire. "Our goal is to make 'family fire' a part of the vernacular in an attempt to change behavior and save lives," says Lisa Sherman, president and CEO of the Ad Council.
The campaign begins today with a focus on young victims -- its launch date, 8/8, is a nod to the number of children or teens who are injured each day as the result of "family fire." A study from the New York Academy of Medicine found that more than 4.6 million kids live in homes with guns that are unlocked and loaded, and three out of four of them know where those guns are kept.